While at Coop Ale Works, I played a key role in developing Welch’s Craft Cocktails, a hard beverage brand extension created in partnership with the Welch’s parent brand. I led the development of the Craft Cocktails logo and brand guide, establishing a visual system that felt unmistakably Welch’s while clearly differentiating the line as an adult, alcoholic offering. I also designed the variety pack packaging and helped carry the brand through launch, contributing to additional packaging, marketing materials, and large-scale applications. The core challenge throughout the project was balancing the strength of Welch’s brand equity with enough visual separation to avoid confusion with its non-alcoholic juice products.